Trigger-based marketing uses action-based data to automatically deliver a marketing message to someone based on a predefined event. The goal is to capitalize on a small window of high relevance and opportunity and motivate the consumer to take a specific action.
Google once referred to this capability as critical to “winning the moments that matter.”
Not coincidentally, trigger-based marketing was once the exclusive domain of digital marketing. Only digital platforms could be fully automated and use current data to respond quickly to audience signals. That’s no longer the case.
Trigger-based direct mail not only has the same automation capabilities, but it also allows you to create an integrated strategy to engage your audience online and offline as part of an omni-channel campaign.
- If a new or existing customer makes an online purchase, send a “thank you” note or postcard, or a package with a personalized “thank you” gift.
- If a customer hasn’t made a purchase in a certain period of time, automatically send a personalized letter with a special offer.
- If an auto lease is about to end or a life insurance policy is about to expire, send reminders to retain customers and build loyalty.
When you consider that half of consumers have tried a product or service in the past six months after receiving direct mail, and 81 percent look forward to seeing what’s in the mailbox, trigger-based direct mail marketing is capable of delivering the kind of ROI that other media cannot.
Developing a Trigger-Based Direct Mail Campaign
There are hundreds of events, activities, and signals that could automatically trigger a direct mail marketing campaign. The key is to align these triggers with business goals and the needs of certain segments of your target audience.
For example, what aspect of your business can be improved through trigger-based direct mail marketing? What action would your audience need to take to drive that improvement? What data do you have, or what data can you start collecting, that can be leveraged to support your business goals?
Once you’ve answered these questions, you can begin defining events and criteria that would trigger a mailing. Based on this information, the actual mailings – design, messaging, images, calls-to-action, etc. – can be designed in advance so they can be quickly produced and distributed.
Marketing automation technology is used to recognize when certain events have occurred and trigger a direct mail campaign. Variable data printing can then personalize each mailing based on your audience data without slowing or stopping the printing process.
Customers Expect Personalized, Relevant Marketing
According to SalesForce research, 84 percent of customers say being treated like a person, not a number, is important to winning their business. They expect a seamless connection between different departments and channels. They expect you to understand how they use your products and services. They expect instant, on-demand engagement.
What could be more personal and relevant than trigger-based direct mail that automatically responds to customer activity, purchase behavior, and life events? With the right data and the right direct mail partner, you can ensure your marketing reaches the right person with the right message at the right time.
Let us show you how to take full advantage of trigger-based direct mail marketing. Contact us to unleash the power of Digital Dog Direct.